As part of its Centennial celebration, Chicken of the Sea has enlisted consumers to help name the brand’s iconic mermaid mascot, with the winning entrant receiving $10,000.
Consumers can enter the “Chicken of the Sea Name the Mermaid Contest” by submitting their idea online through Feb. 14. In addition to the $10,000 grand-prize winner, 10 first-prize winners will receive Chicken of the Sea seafood for one year, and 20 runners-up will receive a Chicken of the Sea-branded prize. The winners will be unveiled on March 6, in tandem with the launch of Chicken of the Sea’s Great American Gratitude Tour.
Inspired by the brand’s 100 Years of Good initiative, which will award 100 community-minded individuals and nonprofits $10,000 each in 2014, the grand-prize winner of the naming contest is encouraged to use the $10,000 to “pay it forward.”
“Instead of simply presenting the winner with a $10,000 check, we’re also challenging him or her to honor the pay-it-forward spirit of the initiative and use the money to continue the cycle of good,” said Christie Fleming, SVP of marketing for San Diego-based Chicken of the Sea.
The year-long Chicken of the Sea: 100 Years of Good initiative launched earlier this month, and combines commemorative packaging, promotions and retailer programs with a six-month, nationwide promotional tour commemorating the brand’s Centennial anniversary.